Market Proof Marketing: Home Builder Marketing Insights

By: Kevin Oakley: New Home Marketing from Do You Convert
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  • Summary

  • A weekly new home marketing podcast for home builders and developers. Each week, Kevin Oakley and the coaching team at Do You Convert will break down the headlines, share best-practices and stories from the front line, and perform a deep dive on a relevant marketing topic. We're here to help you -- not sell you! No fluff - just honest perspectives on where to invest your time, money and energy to get the highest volume of quality new home leads to your sales teams. Take action on these ideas, and you can market proof your marketing efforts for your home building company.
    © 2025 Do You Convert
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Economics Marketing Politics & Government
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Episodes
  • Ep 375: Builders' Show Pro Tips

    Ep 375: Builders' Show Pro Tips
    Feb 20 2025
    Market Proof Marketing · Ep 375: Builders' Show Pro TipsJulie Jarnagin and Beth Russell are here for a special Valentine's Day episode! They kick things off looking forward to the 2025 International Builders' Show (IBS), and share tips that you may not have thought of, that will make your time in Vegas more enjoyable and impactful if you're attending! They also share some really exciting news out of DYC -- the release of our brand-new SEM-PPC Quarterly Benchmarks! News topics include OpenAI's recent Super Bowl commercial, and an interesting YouTube fact that marketers need to consider. Story Time (02:42): Julie is looking forward to IBS! She shares tips that aren't-so-common, but super helpful: bring a microphone if you're shooting content! Check out a variety of content and take the time to dig through some of the lesser known sessions. Snacks! It can be hard to find time to wait in line or grab food, so Julie recommends bringing granola bars. Beth is noticing a theme of builders taking a journey of discovering what makes them unique, and urges marketers to discover, "What problem are you trying to solve for your customers?" If you solved a problem for a customer, no matter how small, it's such an important message to be sharing across your platforms. In The News (11:35): Q4 2024 SEM/PPC BenchmarksSarah Simmerman released our first-ever Quarterly SEM/PPC Benchmarks to complement the popular Online Sales Benchmarks. Helps you view trends across 90+ builder partners and compare how you are performing. Provides a great example for storytelling, and how to provide data in an impactful way. 2025: The Year Homebuilders Prove Who They Really Are And Can BeThe quote that stood out to Beth: "The firms that thrive in 2025 and beyond won't just be those who build efficiently, it'll be the ones that build trust."People are struggling to identify how they can navigate this market against big builders, and building trust is at the essence of that. How can you build trust from an organic point-of-view?The process of purchasing and marketing a home is very connected to human psychology.OpenAI's ChatGPT Super Bowl commercial was created entirely by humans, and maybe we don't have to fear AI after all The company opted not to use AI in the creation process to show that it's an extension of human creativity. They're showcasing how the tool can be used to expand upon human creativity, vs. replacing it.YouTube is now even bigger on TVs than phonesWhile Beth finds this article interesting, she isn't surprised, as an early adopter of YouTube TV. She shares how they adapted well to amass a great library and offerings. As marketers, don't disregard YouTube! Julie brings up the huge desire for longer form videos -- how can you take everyday interactions and purpose it for this?Consistency is key, and don't be afraid to explore video editing AI tools. Things We Love - Things We Hate (30:43):Julie has a bit of a sweet tooth, and has been loving and hating all of the Valentine's Day candies. Did you know that Nerd clusters have similar macros to the gels people use for long distance running?Beth has been prioritizing closet organization, and is using clear bins to make it even more functional. Like and subscribe on your favorite platform!

    The post Ep 375: Builders' Show Pro Tips appeared first on Online Sales and Marketing for Home Builders - DYC.
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    37 mins
  • Ep 374: Messaging, Metrics & Moments

    Ep 374: Messaging, Metrics & Moments
    Feb 13 2025
    Market Proof Marketing · Ep 374: Messaging, Metrics & MomentsJen Barkan joins the podcast this week for a very special episode with Julie Jarnagin and Kevin Oakley. In Story Time, Julie highlights the importance of detailed messaging, referencing a builder survey on buyer preferences, while Kevin stresses having strong systems first, and Jen shares insights from National OSC Day and a creative prospecting strategy. In The News covers Q4 Benchmarks, a Homes By Dickerson award-winning case study, shifts in commission post-NAR settlement, and debates over Super Bowl ad spending. And finally, in Things We Love - Things We Hate, Julie shares her journey in making King cake, Kevin shares exciting news about an upcoming trip to Guatemala, and Jen finds both value and stress in her new Oura smart ring. Story Time (00:37): Julie has been deep-diving into messaging with builders, and emphasizes that in today's market, we need to be really paying attention to those small details. They discussed a builder who surveyed a VIP list, and saw that 70% of those surveyed wanted a house that was 3,000 sq. ft. or lower, and didn't care about pendant lights. They detail the importance of sharing that messaging, and how profound that process was for their company.Kevin "double clicks" on making sure your systems and processes are down first, which allows you to then focus on your messaging. Jen shares our recent celebrations surrounding National OSC Day that took place on February 9th, and a recent prospecting strategy she utilized with an OSC, and how they worked around a tricky on-site scheduling barrier.Did you know there are over seven events listed currently on DYC's website? Kevin shares details about an upcoming speaking appearance, and a special breakfast event happening at the 2025 International Builders' Show. In The News (21:02): Q4 Benchmarks and 2024 Wrap-Up Online Sales remains a constant in a changing market. From Q3 to Q4, appointments from aged leads increased from 19% to 24%.Homes By Dickerson Case Study Julie shares the builders' dedication to their local Parade of Homes, and how the challenge was creating visuals for homes that weren't built yet. Inspired by boutique hotels, each home had a different curated theme. The builder is up for a NAHB Silver Award. Here's what else a $7M, 30-second Super Bowl budget can purchase in 2025They discuss whether a Super Bowl commercial is a good use of spend, and how their perspective has changed after reading the article. Do you remember the commercial that was just a QR code?Kevin is surprised by companies who produce amazing commercials, but never air them again. Commissions Have Risen Slightly For Affordable Homes, Fallen Slightly For Expensive Homes, Since NAR Settlement Took EffectJen shares a peek into the conversations happening on the online sales side, and what they are hearing from agents during calls, as well as buyers asking how having a realtor affects their spending power.Things We Love - Things We Hate (44:10):It's King cake season in Louisiana, and Julie decided to make her own! It took 24 hours, and although it tasted good, she said it wasn't worth all the trouble. Kevin finally got new glasses, and really enjoys being able to see well. But what he hates, is that he got two different kinds of glasses and they didn't pass the kid test. He and his wife are also helping to take 25 high school students to Guatemala, and an app he heard about this weekend called How We Feel, a journal for your wellbeing. Jen got the Oura Smart Ring and loves all of the stats it shows, but her "readiness score" is causing her some stress and to overthink. That said, Julie has been appreciating Jen's advice from the ring! Like and subscribe on your favorite platform!

    The post Ep 374: Messaging, Metrics & Moments appeared first on Online Sales and Marketing for Home Builders - DYC.
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    54 mins
  • Ep 373 - When to Speak and When to Listen

    Ep 373 - When to Speak and When to Listen
    Feb 6 2025
    Market Proof Marketing · Ep 373 - When to Speak and When to Listen Join us for episode 373 as Jackie Lipinski and Julie Jarnagin cover exciting news from DYC's online sales team and upcoming events. A big topic this week is the almost out-of-nowhere emergence of DeepSeek, a new AI app that has the world talking. They also cover Threads -- which now offers ads -- and the importance of authenticity when selling a product, and not just focusing on overloading information. Story Time (01:14): Jackie brought up the quotes she received for redoing her deck, and reminds you that while it's great to be prepared, authenticity and supporting your customer is more important than checking off boxes and overloading informationJulie shares the DYC University we're holding for new hires, and the benefit of taking the time to learn what other individuals in your company do on a day-to-day. She also reminds marketers to be cognizant of making sure to share what you do with your team, and ensure your marketing department doesn't have a PR problem. In The News (15:40): Q4 Benchmarks and 2024 Wrap-Up (https://www.doyouconvert.com)2025 Online Sales Academy: Leadership Edition (https://onlinesales.doyouconvert.com)U.S. stock markets tumble as investors worry about DeepSeek (https://www.npr.org)Meta Launches ads on Threads (https://searchengineland.com)ICON, a builder of 3-D printed homes last valued around $2 billion, cuts around 25% of staff (https://techcrunch.com)Things We Love - Things We Hate (33:12):Jackie was part of a Toastmasters competition, and although she's a co-host on a podcast and talks for a living, she was a little nervous! But she ended up winning, and gets to go to the next level of the competition! So a friendly reminder: even though you do something often, it's ok to be afraid or nervous. After all of the snow in Louisiana, and the return back to warmer temps, things in Julie's house are now snapping and breaking, which has been less-than-fun. Like and subscribe on your favorite platform!

    The post Ep 373 - When to Speak and When to Listen appeared first on Online Sales and Marketing for Home Builders - DYC.
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    42 mins

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